New York Organ Donor Network

The New York Organ Donor Network sees an increase in site engagement and donor registrations through the Long Live New York campaign video and website launch by targeting their audience on social media.

200.2% increase in earned media mentions

11% increase in overall site visits

45% of conversions directly from the Long Live New York website

6% increase in conversions since campaign launch

Objectives

The New York Organ Donor Network (NYODN) launched a rebranding campaign featuring a new slogan, “Long Live New York” , a separate branded website, and an animated video created by 2014 Oscar-award winning director, Laurent Witz. Besides creating the Long Live New York website, Blue Fountain Media was also asked to assist in the digital execution of the social media campaign for maximum exposure to the client’s target audience and to generate excitement and awareness for organ donation in the Greater New York City area through the promotion and eventual release of Witz's animated brand video.

The Details

The Long Live New York campaign started on September 1, 2014, to promote the eventual release of their animated short film, which was launched October 1, 2014. The social media marketing (SMM) team at Blue Fountain Media was tasked with capturing the voice and persona of the Long Live New York campaign on all of New York Organ Donor’s (NYODN) social media platforms such as Facebook, Twitter, and Instagram. NYODN had 5 social profiles across 4 social media platforms that were all actively monitored by Blue Fountain Media.

The SMM team built anticipation for the launch of the Long Live New York video campaign, while continuing to post relevant and engaging content on NYODN’s social media platforms after the video was released.

The SMM team was able to generate over a 200% increase in earned media mentions leading up to and after the video launch. They also drove audience interaction with the campaign through a number of high-profile media mentions. Post video launch, Blue Fountain Media posted content on NYODN’s social profiles that featured recognizable public figures giving their opinions on organ donation to help identify with NYODN’s target audience. By also posting effective calls-to-action and organ donation facts, Blue Fountain Media was able to double the non-profit industry average for monthly site visits to the NYODN website, as well as fostering a 28% and 66% overall engagement increase on NYODN’s Facebook profile and Twitter profile, respectively.